The role of relationship marketing and communication at public utility services in the process of market deregulation

In recent history, there were dramatic changes on the market of public utility services. Deregulation of these markets forced these organisations to re-think their former behaviour and the application of a marketing approach became necessary on the competitive market. This paper draws attention to t...

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Bibliographic Details
Main Authors: Hetesi Erzsébet
Révész Balázs
Format: Book part
Published: 2011
Series:SZTE Gazdaságtudományi Kar közleményei
The diversity of research at the Szeged Institute of Business Studies
Kulcsszavak:Public relations, Marketing - módszer, Kommunikáció - hatékonyság
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Online Access:http://acta.bibl.u-szeged.hu/36341
Description
Summary:In recent history, there were dramatic changes on the market of public utility services. Deregulation of these markets forced these organisations to re-think their former behaviour and the application of a marketing approach became necessary on the competitive market. This paper draws attention to the fact that this sector can be regarded as a public service with intensified appearance of its special characteristics, but the research emphasises the special role of certain marketing tools in the process of liberalisation. By analysing consumers’ assessment of relationships and communication, this empirical research concluded that on the explored market, the above mentioned factors influence consumers’ loyalty. Consequently, in order to build a future edge in the competition, the relationship with customers has to be strengthened. The newest solutions of communication and information technology can have a special significance in maintaining effective long-term relationships because these solutions offer more effective problem solving for directly addressing consumers.
Physical Description:23-41
ISSN:1588-8533